Swarovski’s new marketing strategy – or brand vision – aims to promote its product offering as jewellery that is versatile and suitable for “everyday wear”.
Patrik Hauert, Swarovski managing director consumer goods business Australia and New Zealand, told Jeweller, “We are trying to increase awareness of Swarovski as a premium brand. We want consumers to see that they can wear Swarovski jewellery for everyday occasions, such as for work and when they meet with friends.”
The Austrian-based company revealed its new brand vision to local and international journalists at an intimate press conference in Sydney last week.
The event was attended by Kerr, Swarovski creative director and executive vice president communication Nathalie Colin, CEO Swarovski consumer goods business Robert Buchbauer, and Swarovski vice president branding, marketing and communications Alessandro Vergano. It also marked Kerr’s first official engagement for the brand in Australia.
Hauert explained that Australia was the perfect country to launch the new vision, given it was where the model was born and raised.
Swarovski also hosted a gala dinner in the evening as part of the conference, with guests including Australian actress Emma Lung, stylist Romy Frydman, television and radio presenter Tom Williams and fashion designer Rachel Gilbert.
Kerr wore selected pieces from Swarovski’s latest collection – including a star pendant, tennis necklace, bangle and pair of earrings – during the night.
Hauert said that the model’s association had made a great impact on the brand’s product performance, explaining that a number of pieces she had worn in campaigns had become worldwide bestsellers.
Kerr was selected in October 2013 to be the face and muse of Swarovski and she has featured in a number of print and television marketing campaigns.
All eyes on Australia
Last week’s media launch is another example of Swarovski’s focus on the local market. The company announced in February that it would be making changes to its Australian retail strategy, as the local operation had continued to perform well even in the difficult retail climate.
The jewellery giant is set to embark on a major store expansion this year using its international “mono-brand partner” model.
Swarovski currently operates 58 retail outlets in Australia and New Zealand, all of which are company-owned stores or department store concessions. Internationally, however, the company also has non-company owned stores under a partner or licensing model similar to Pandora’s concept store franchise operation.
At the time of the announcement in February, Buchbauer explained to Jeweller that there were around 2,400 Swarovski mono-brand retail stores worldwide of which 1,100 were under the partner model.
Interestingly, the history between Australia and the Austrian company dates back to the 1970s. It’s not widely known that Swarovski’s first store outside of Austria was in Sydney’s Centre Point, which opened in 1979.
Buchbauer described the Sydney store as more of an “experiment,” and the brand’s international retail expansion really only got underway in 1997 when the first Swarovski stores opened in Hong Kong.
Swarovski Jewellery
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